5Disrup)onsto“Marke)ng”

Sco6Brinker(@chiefmartec)

Ifyouthinkmarke0ngisalreadychangingtooquickly,you’dbe:erbuckleyourseatbeltforthis…

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

1.  Digitaltransforma)on

2. Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

DigitalNa0ves

DigitalTransformers

DigitalMarke,ngSophis,ca,on

DigitalMarke)ngSophis)ca)onIsHeavilySkewed

DigitalMarketers

DigitalDiscoverersDigital

Laggards

LEADUSERS

AdvanceorPerish

Dotheseleadusersforetellthefutureof

marke0ng?

,me

Whowillownexperiences:productormarke)ng?

communica(ons

experiences2SCENARIOS

A)Marke0ngandproductmerge.

or

B)Productandmarke0ngsplit:productownsexperiences;

marke0ngownscommunica0ons.

TheRise(andFall?)ofMarke)ng’sCXScopeExplosion

(bespokecontent)

(bespokeso8ware)

Asmarke0ng’sscopeexpands,itlosesstructuraldefini0on.Insteadofgrowingtocontroltheen0rebusiness,otherpartsoftheorganiza0onwillabsorbmarke0ngelementsintotheirdomain.Theonlyques0onishowthiswillbegoverned.

TheDemocra)za)onof“Marke)ng”

*ThisiswhathappenedtoITastechnologywasdemocra0zed—ironicallycatalyzedbytheexplosionofmarke0ngtechnology.

*

“Marke)ngistooimportanttobeleYtothemarke)ngdepartment.”

–DavidPackardCo-founder

HewleC-Packard

What’spastisprologue?

1.  Digitaltransforma)on

2. Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”•  Digitaltransforma0on>marke0ng

•  Digitalna0vestodaymayprefiguremainstreammarke0ngtomorrow

•  CX=product(so]ware)=marke0ng,e.g.,“growth”rolesindigitalna0ves

•  Whowillleadcustomerexperience?

•  Willmarke0ngcontracttoitsrootsincommunica0on,cedingCX=producttootherpartsoftheorganiza0on?

1. Digitaltransforma0on

2.  Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

Oneofthetop3webcontentmanagementplaaormsisopensource,aheadofIBMandOracle.

WordPress—alsoopensource—isusedby38%oftheTop10,000websitestoday.builtwith.comOctober2016

Whereelseisopensourceso]wareformarke0ng?

adserver DAM webanaly0cs CRM marke0ngautoma0on

videomanagement

dataintegra0on

wiki businessintelligence

onlinecommunity

dashboards

socialmediamarke0ng

ecommerce customersurveys

agilemanagement

Willfailedmartechventuresbreedopensource?

Willopensourcebecomeacompe00vedifferen0ator?

Foranyfield:moresoYwaredevelopers=moreopensourcesoYware.

*So]waredevelopersusedtoshun“marke0ng.”Butasdigitaltransforma0onentanglesmarke0ngandproduct,theyareembracingitsmission—ifnotitslabel—inthe

pursuitofcra]ingremarkableuser(customer)experiences.

*

JeffBezos’BigMandate(circa2002—paraphrased)

hCps://plus.google.com/+RipRowan/posts/eVeouesvaVX

1.  Allteamswillhenceforthexposetheirdataandfunc0onalitythroughserviceinterfaces.

2.  Teamsmustcommunicatewitheachotherthroughtheseserviceinterfaces.

3.  Noothercommunica0onisallowedotherthanserviceinterfacesoverthenetwork.

4.  Itdoesn’tma:erwhattechnologytheyuse.

5.  Allserviceinterfacesmustbedesignedtobeexternalizable.

6.  Anyonewhodoesn’tdothiswillbefired.

Source:ProgrammableWeb.com,RubenVerborgh

15,799

2016

GrowthinPublicAPIsListedonProgrammableWeb.com

TonyRalphDirectorofAdTechnologyNealix

1. Digitaltransforma0on

2.  Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”•  Moreso]waredeveloperswilltouch“marke0ng”withmoreopensource

•  Opensourceshi]svalueupthestack•  APIswillenablebusinessestorapidlyassemble/adaptamul0tudeofnewdigitalproducts(=CX=marke0ng)

•  Marke0ngstackstodaymayprefigurecomposableCXfabrictomorrow

•  Opensource&APIs(alongwithIaaS)willpermitmicro-vendorstoflourish

1. Digitaltransforma0on

2. Opensource&APIs

3.  Ver)calcompe))on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

MostofthestrongestInternetservicesandclientinterfacesdrawstrengthfromaplagormstrategy.

Whatarethefutureplaaormopportuni0esforserviceproviders,martech/adtechcompanies,andacrossthever0calchannel?

1. Digitaltransforma0on

2. Opensource&APIs

3.  Ver)calcompe))on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”•  Ver0calcompe00onacrossthedigital“channel”isagreaterstrategicthreatthanhorizontalcompe00on

•  Internetservicesdominatetodaybyowningaudiencedataanda:en0on

•  Explosionofnewclientinterfacesmayshi]powerdownstream,supersedingthecommodi0zedwebbrowser

•  4ofthe5mostvaluablecompaniesintheworldhavever0calownership

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4.  Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

Alltheworldisbecominganinterconnecteddigitalcanvas.

Explosionofnewdigitaltouchpoints,plagorms,andAPIs.

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4.  Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

Digitaleverythingreinforcesdigitaltransforma)on.

Forexample:whointheorganiza0onwilldesign,build,andmanageAmazonAlexaskills,Slackchatbots,AppleWatchapps,etc.?

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4.  Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

Digitaleverythingreinforcesopensource&APIs.

EverythingwillconnectviaAPIs.Insteadofresponsivewebdesign,responsivedigitalfabricwillbemoreimportant—from“mobilefirst”tomicroservicesfirst.

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4.  Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

Digitaleverythingreinforcesver)calcompe))on.

Amassiveexplosionofnewclientinterfaceswillaffectver0calpower—willtheconsumerfavorthedeviceortheInternetservice?

*ThisiswhyGoogleshouldbeconcernedaboutAmazonAlexa,AppleSiri,etc.

*

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4.  Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”•  AR,VR,IoT,wearables,conversa0onalcompu0ng,etc.=digitaleverything

•  Webbrowserswillbeeclipsedbyamul0tudeofnewclientinterfaces—disrup0ngwebcontentmanagement

•  Explosionofcontextualmarke0ngwilldisruptclassicadver0singecosystems

•  Marke0ngbakeddeeperintoproducts,orchestratedbynetworkedAPIs

•  Whowilldesign,build,andmanageit?

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5.  Ar)ficialintelligence

5Disrup)onsto“Marke)ng”

Wherewill0mesavedbyAI

automa0onbereinvested?

Willautoma0onleadtothe

commodi0za0onofswathsof“marke0ng?”

Whatwillbusinessesvalue

instead?

Machine-Learning-as-a-ServicePowerfulAIenginesavailableasAPI-accessibleservicesandopen

sourceprojects.

Theba:leforar0ficialintelligenceisreallyaba6leforthedatatofeedAIalgorithms.

,me

Ar)ficialIntelligenceWillIncreaseMarke)ngComplexitymarke,n

gcomplexity

humanmanageablecomplexity

“invisible”complexity

Why?Becauseitcan.Avaria0ononWirth’sLaw/Gate’sLaw/Page’sLaw/May’sLaw

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5.  Ar)ficialintelligence

5Disrup)onsto“Marke)ng”•  AIhypeexceedsprac0calusestoday,buttechnologywilladvancequickly

•  Automa0onofbasicmarke0ngtaskswillshi]humancapitaltowardmoreactsofcrea0on—esp.newproducts

•  Theinput/outputofAIenginesisdata,whichwillreinforcetheAPIeconomy

•  AIwillexplodeopera0onalcomplexityinbusiness,evenasitsimplifiesthehumaninterface

1. Digitaltransforma0on

2. Opensource&APIs

3. Ver0calcompe00on

4. Digitaleverything

5. Ar0ficialintelligence

5Disrup)onsto“Marke)ng”

Whatdoallfiveofthesehaveincommon?

Anexplosionofdigitalproducts(services)thatleverageinterconnectedplaaormsandAPIs.

CX=products=marke)ng

ChiefMarke)ngTechnologisth:p://chiefmartec.com

ioninterac)ve,inc.h:p://ioninterac0ve.com

sbrinker@chiefmartec.comTwi:er:@chiefmartec

Emailmeat:

MarTechConferenceh:p://martechconf.com

www.martechconf.com